![\"adicionar](\"http:\/\/andrecraveiro.com\/wp-content\/uploads\/2017\/03\/addtocart.png\")
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Conversions are the main objective of a digital marketing campaign<\/strong> (across IF THE<\/a>, Adwords<\/a>, Facebook Ad, etc.) and its optimization is fundamental to the success of a business.<\/p>\n The main objective of optimizing conversions is to facilitate or orientar o consumidor a efetuar a a\u00e7\u00e3o desejada<\/strong> on a website, taking into account the percentage of visitors to a website.<\/p>\n The person responsible for this process of conversion optimization or conversion rate optimization is known as CRO (Conversion Rate Optimization)<\/em>.<\/p>\n The conversion rate is one of the most important metrics when analyzing digital marketing and online advertising campaigns and strategies. It is through this indicator that we try to understand the real success of the strategy.<\/p>\n To measure the conversion rate you only need to divide the number of conversions by the number of visits<\/strong>. In other words, if a website had 1000 conversions in 30,000 visits then the conversion rate will be 3.3%.<\/p>\n Feitas as introdu\u00e7\u00f5es, avancemos agora para a otimiza\u00e7\u00e3o.<\/p>\n To optimize conversions you need to:<\/p>\n Before starting any conversion optimization, it is essential to try to understand the reality and context of the company.<\/p>\n Esta tarefa inicial \u00e9 mais f\u00e1cil quando a otimiza\u00e7\u00e3o das convers\u00f5es \u00e9 realizada internamente, isto devido ao conhecimento de causa, mas como na maior parte das situa\u00e7\u00f5es esta otimiza\u00e7\u00e3o \u00e9 executada por algu\u00e9m externo \u00e0 empresa torna esta fase um pouco mais exaustiva mas n\u00e3o menos importante que as restantes.<\/p>\n To better understand the company's universe, it is necessary to explore all the references made to the company, whether in news, forums, interviews, etc.<\/p>\n The next steps in conversion optimization were based on a formula that still inspires me today.<\/p>\n A f\u00f3rmula resulta do estudo e pesquisa de v\u00e1rios anos de testes sobre produtos e servi\u00e7os oferecidos ao consumidor em situa\u00e7\u00f5es reais e como estes reagem. \u00c9 uma f\u00f3rmula heur\u00edstica desenvolvida e patenteada pelo instituto MECLABS – este instituto foca-se no estudo e na investiga\u00e7\u00e3o da compreens\u00e3o dos motivos que levam os consumidores a comprar.<\/p>\n C = 4m + 3v + 2(if) \u2013 2a \u00a9<\/strong><\/p>\n Probability of conversion<\/strong><\/p>\n C is the conversion probability of using. The general idea is that through small changes it is possible to increase the probability<\/strong> of conversions. It represents the interaction between all other variables.<\/p>\n After understanding the company, it is necessary to know the customer and their motivations.<\/p>\n By knowing the company and the customer, the path to optimization becomes clearer.<\/p>\n Compreender a motiva\u00e7\u00e3o do utilizador \u00e9 dos fatores mais importantes que afetam a convers\u00e3o e possuem uma for\u00e7a tal que \u00e9 o \u00fanico elementos da otimiza\u00e7\u00e3o das convers\u00f5es que \u00e9 imposs\u00edvel mudar – n\u00e3o \u00e9 poss\u00edvel incentivar um cliente a converter se ele\/a n\u00e3o tem interesse no produto que estamos a vender.<\/p>\n Pay attention to testimonials, feedbacks, <\/em>forums, social networks and all material that helps to understand the customer's feelings and needs.<\/p>\n It is also important to understand the dynamics of the website \u2013 visits, behavior, conversions, demographic data, geographic data, etc., etc. To do this, simply access website analysis platforms, such as Google Analytics.<\/p>\n Therefore, it is essential to understand the motivation of consumption and try to address this aspect in the best way.<\/p>\n Having a unique value proposition is essential to capture consumer attention.<\/p>\n Develop a Unique Value Proposition<\/a> is, create and describe the benefits of your product, or expose the problems that your company can solve taking into account consumer needs.<\/p>\n Saliente algo que o distinga da concorr\u00eancia. Escrever simplesmente “qualidade” em todo o site n\u00e3o resulta!<\/p>\n The value of the proposal is the answer to the question \u201cIf I am your ideal customer, why should I buy here and not from your competitors?\u201d.<\/p>\n Here are some good examples for analysis and study.<\/a><\/p>\n Here there are 4 elements to take into consideration that can increase or decrease the Unique Value Proposition.<\/p>\n \u00c9 tamb\u00e9m importante criar e demonstrar credibilidade na empresa, seja por boas referencias feitas por outras empresas seja por testemunhos – Quem melhor para vender o nosso produto do que clientes satisfeitos?<\/p>\n In case the testimonials are not very satisfactory, then it is a good time to rethink the product or service.<\/p>\n The importance of testimonials nowadays is such that it has almost become mandatory to include them with products. It's because? Because they play an important role when the consumer analyzes the product or company.<\/p>\n Testimonials help to create trust and above all help to eliminate barriers between what is advertised and what consumers\u2019 real experiences are.<\/p>\n The development of a unique value proposition is followed by motivation in its importance.<\/p>\n People buy for a variety of reasons. Whether emotional, financial, status quo, necessity or a matter of opportunity (price\/quality).<\/p>\n And creating the opportunity is fundamental when it comes to optimizing conversions.<\/p>\n Trying to create a sense of urgency is essential to encourage action, whether digitally or offline.<\/p>\n Telling potential customers that there is limited time to take the action we want can give them the momentum they need to help them make the decision. Either because there are few items in stock or because the promotion ends within a few days. We have all seen examples of these very well applied, especially on online sales sites.<\/p>\n Who hasn't bought something because they thought it was a good opportunity? O incentivo adicional envolve caracter\u00edsticas que podem ser somadas \u00e0 oferta e que t\u00eam como objetivo dar a ajuda necess\u00e1ria \u00e0 convers\u00e3o. Est\u00e1 representado na f\u00f3rmula como “i” e o seu resultado deriva da subtra\u00e7\u00e3o aos fatores de fric\u00e7\u00e3o que falarei no ponto a seguir.<\/p>\n However, all this is in vain without a good product to sell. Without good products, there are no marketing campaigns that can survive.<\/p>\n Friction is the various elements that can lead the consumer to abandon the conversion. It is represented in the conversion formula by \u201cf\u201d in subtraction with \u201ci\u201d as an incentive.<\/p>\n Examples of friction in the conversion process could be forms with too many fields to fill out, the need to create an account before purchasing a product, a very long purchase process, etc., ect.<\/p>\n Therefore, it is essential to remove unnecessary friction.<\/p>\n It is obvious that there will always be friction points, but the more that are removed, the greater the conversion success.<\/p>\n Anxiety is another negative element that influences conversion.<\/p>\n Put yourself on the consumer's side and imagine that you are going to buy a product but for some reason you have doubts about what you are buying and what you are actually going to receive or if at the time of payment you feel that your data is not secure.<\/p>\n Elements like these can increase consumer anxiety levels and as such can increase the likelihood of abandonment at the time of conversion.<\/p>\n Here it is very important to introduce elements that help remove this anxiety, such as website security certificates (https:\/\/), testimonials, expert opinions, etc.<\/p>\n Now that you know the company, the customers, the message to convey, the inclusion of incentives and the friction and anxiety aspects removed, it's time to work on the conversions page.<\/p>\n And what better way to know what works and what doesn't than to test?<\/p>\n At this stage the important thing is to test, test and test.<\/p>\n Testes A\/B, tamb\u00e9m conhecidos por split testing or bucket testing, \u00e9 o processo de testar duas ou mais p\u00e1ginas em simult\u00e2neo e atrav\u00e9s de an\u00e1lise estat\u00edstica determinar qual das vers\u00f5es obt\u00e9m melhores resultados.<\/p>\n To carry out these tests, there are several software available on the market, such as Optimizely<\/a>\u00a0or the Google Analytics<\/a> – o google lan\u00e7ou recentemente uma beta version of page optimization<\/a> which makes the process even simpler.<\/p>\nWhat is Conversion Optimization<\/h2>\n
What is the Conversion Rate<\/h2>\n
How to measure conversion rate<\/h4>\n
How to Optimize Conversions<\/h1>\n
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Identificar os objetivos da empresa<\/h2>\n
Conversion Formula<\/h3>\n
![\"Otimiza\u00e7\u00e3o](\"http:\/\/www.marketingexperiments.com\/blog\/wp-content\/uploads\/conversion-sequence-heuristic.jpg\")
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Understanding customer motivation<\/h2>\n
Develop a Unique Value Proposition<\/h2>\n
![\"valor](\"http:\/\/andrecraveiro.com\/wp-content\/uploads\/2017\/03\/valor-\u00fanico-de-proposta.jpg\")
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Create additional incentive for decision making<\/h2>\n
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<\/p>\nEliminate friction elements<\/h2>\n
Remove elements of anxiety<\/h2>\n
Do A\/B Testing<\/strong><\/h2>\n
![\"always-be-testing\"](\"http:\/\/andrecraveiro.com\/wp-content\/uploads\/2017\/03\/always-be-testing.jpg\")
<\/p>\nWhat are A\/B tests<\/h3>\n